Retail Gaming Research and CX Analysis Exposes Golden Opportunities to Grow Loyalty

Overview

A state gaming organization asked Andrew Reise to help reduce customer churn and increase customer loyalty. Our client was searching for strategic data to inform more profitable decision making. More specifically, it wanted to use customer insights to identify key customer drivers and increase lottery scratch ticket play. Our team used both qualitative and quantitative strategies to shed light on lottery players’ behaviors. Andrew Reise consultants conducted in-depth interviews and collected customer data to identify customer preferences and perspectives. Then, we launched choice-based conjoint analysis to determine which prize outcomes would lead to the highest long-term customer engagement and to pinpoint what factors were driving customer engagement. Ultimately, we designed a full-scale CX strategy that’s poised to increase retention and drive more customer loyalty.

Business Challenge

Gaming organizations rely heavily on repeat spending from customers who enjoy engaging with their products and services. Strong engagement is especially important for organizations that sell retail instant gaming products, such as scratch lottery tickets. That makes customer churn especially important in the industry. But if organizations don’t understand their customers’ preferences, spending habits, and experiences, they’re left guessing about solutions—and they often waste time and money focusing on the wrong customer offerings.

Our client needed access to customer insights and analysis in order to understand its customers’ perspectives more fully. With a more complete view of its customers’ experiences, our client could identify what was driving lottery players’ spending decisions. Those customer insights could provide a blueprint to help our client make wise strategic CX decisions, avoid customer churn, and increase repeat business.

How Andrew Reise Helped

Andrew Reise conducted interviews and drew on existing customer data to determine needs, spending habits, and friction points for customers. We used this information to identify what was motivating customers to play scratch lottery games. Our team also dove into deeper analysis that uncovered what offerings would deliver the highest customer satisfaction. Ultimately, we used this gaming research to create a full CX roadmap with a prioritized list of strategies to drive down customer churn and boost repeat business.

Using Customer Analysis to Design Irresistible Customer Offerings

Getting to Know Customer Needs, Preferences, and Challenges

To understand our client’s customers and nail down its biggest CX needs, our team launched several programs to gather customer data. Andrew Reise consultants conducted in-depth interviews with instant game players to learn about their preferences while playing instant scratch games. The team targeted three types of players during these interviews:

Infrequent users
Moderate users
Frequent users

We also deployed customer analysis to identify preferences, spending habits, churn tendencies, and sentiment. After collecting these customer insights, we designed detailed personas and pinpointed what was causing customer churn, as well as repeat business.

Drilling Down Deeper into Customer Gaming Data

To formulate a clearer story about the customer’s experience, Andrew Reise designed and deployed a retail instant games survey, which drew in feedback from scratch lottery players. This survey included a choice-based conjoint section as well as a segment gauging customer preferences. Our team used this data to determine satisfaction and spending patterns at four different price points:

Next, we combined those new customer insights with existing instant scratch data to paint a complete picture of what was driving customer satisfaction. With this data in hand, our consultants determined which experiences customers expected, what moments were inspiring the most repeat business, and what new options could boost satisfaction.

Designing and Executing CX Plans to Achieve Long-Term Growth

After meeting with our client’s leadership teams to determine their long-term goals, our consulting team built a CX future-state roadmap. This document broke down quick wins, opportunities to differentiate our client’s brand, and a list of the most beneficial transformational changes it could make. We also identified and prioritized initiatives to help our client reach its targets, increase customer spending, and minimize customer churn.